Protect Your Legacy - STRATEGIC Communications IS A Non-Negotiable
Today’s episode of “The 411” is “Protecting Your Legacy,” dedicated to Black and women business owners who are shattering ceilings and building empires with big revenues. We’re tackling a critical pillar that is often overlooked but is essential for maintaining your hard-earned success for the long run: Strategic Communications.
Strategic communications is reputation management during sudden and unpredictable challenges. It’s also reputation management for the CEO and executives who drive employee morale, are spokespersons in the media, and are responsible for engaging with stakeholders.
“In an era of constant business transformation, a crisis is not a matter of “if’ but ‘when’. According to a recent Capterra study, 51% of the companies do not have a strong crisis management plan, leaving them exposed to serious risks. Many assume that crises are rare or can be managed without preparation. Still, without a clear strategy, businesses expose themselves to suffer significant damage to their reputation, finances, and operations whenever crises arrive.”
If you’ve followed my career journey, my last role before I sunset my corporate career was the Communications Manager for the former CEO of Intel Corporation. My charge was to protect Pat Gelsinger’s reputation online and offline, which meant that I wrote talking points for media engagements, company events across the globe, and weekly videos that reached 120K employees. I was the woman behind the words across LinkedIn and Twitter/X, expanding Pat’s thought leadership in technology and sustaining relationships with journalists, influencers, and B2B stakeholders.
This role was essential because we live in an interconnected world, where, in addition to running the business, CEOs are expected to communicate with employees and have an active presence on social media for consumers. As well as regular media appearances and responses to issues around the world.
What a business leader says or does not say, can make or break a company.
Some big corporations like Intel have multiple positions dedicated to strategic communications for the company, their executives, and the CEO. However, many businesses lack effective communication strategies that include guidance on how to handle crises and facilitate communication across multiple channels.
Earlier this year, when Target rolled back its DEI initiatives, Black business owners who shared their thoughts and feelings about this move were met with backlash. I can’t say for sure that these businesses don’t have in-house communications expertise, but I acknowledge that Black and women founders often don’t have the luxury of saying the wrong thing. Sudden crises impact everyone, but certain groups will automatically be met with existing biases and stereotypes.
Product issues, viral customer reviews, or external events like Target changing its priorities can arise anytime. This makes strategic communications even more critical. Lacking this foresight can negatively impact your reputation, relationships, and the trust your customers and stakeholders have in you. My heart is with Tabitha Brown as she navigates this challenge both personally and professionally.
When building something for the long haul, winging it in a crisis is not an option. Being strategic with your communications is vital for your company's health.
Here’s Why Strategic Communications is A Non-Negotiable:
Protect Your Brand Reputation: Control your narrative, before a narrative controls you. This allows you and your company to address concerns directly and transparently, mitigate potential damage, and maintain the trust you’ve worked so hard to build.
Preserve Connections with Customers: Customers are the backbone of any business and how you connect (or don’t) impacts customer loyalty.
Safeguard Your Monies: Always stay gracious, best revenge is your paper. Strategic communications is an often overlooked money management tool. Staying on theme with Target, the retail giant has lost business this past year because of miscommunication of its priorities to its consumers. They didn’t stand on their commitment to DEI, and consumers they once built trust with stopped spending with them.
Empower Your People: Crisis aside, your employees are your lifelines. Regular communication with them about company updates, changes, and emergencies gives your team the guidance they need to stay sane and do their jobs confidently and effectively. Regular employee communication combined with executive communication fosters a positive company culture and attracts top talent who believe in your leadership and your mission.
Build Trust and Credibility: Perception is everything, whether it’s in person or online. Clear, consistent, and authentic communications builds trust and credibility for your customers, investors, and partners.
Amplify Your Vision & Impact: The average attention span is 8 seconds, which means it's a requirement to scream about your business from the rooftops. Keeping your vision and your impact top of mind is a necessity for your company, but as an executive leader you have an additional charge. Your voice as a successful Black and woman business is your most powerful tool. Strategic executive communication allows you to amplify your impact, advocate for your community, and inspire others.
This is where I come in. As your strategic communications consultant, I help business owners like you develop bespoke communication strategies, tailored to your unique needs and challenges. Don’t wait until the funk hits the fan to realize you need a plan. Book a 1:1 Communications Strategy Intensive day with me, and let’s protect your legacy and propel you to even greater success.